PR Campaign - KRONE Inc TrueNet

Case Study Samples (Click to Enlarge):

Sometimes
a PR campaign needs to be executed instantaneously.
In these cases, Adventive’s rich experience within niche markets teamed
with it’s comprehensive knowledge of its clients allows for strategy and
execution to spring into action.

Background

KRONE was known for its connectors, patch panels, termination blocks, and wall
outlets—the connectivity components for commercial or enterprise networks.
However the acquisition of a cabling component gave them a complete structured
cabling system—and the ability to compete at the high-end of the marketplace.

Brand Positioning

The new KRONE high-level system was similar to others in the marketplace,
except that an active network test procedure was performed after installation
as part of the warranty. No one else in the industry had taken this approach,
so we had a solid differentiator. The challenge, however, was to educate the
target audience about the failure of some systems to perform up to par once
subjected to the installation process (and KRONE’s system ability to both
provide and prove its in-use performance).

We were charged with
developing the brand charter/identity, the positioning statement and the
message platform.

Solution

The brand became TrueNet™ and our position statement and message platform
revolved around the brand’s unique ability to document its high-level and true
performance. The new brand position and message were also tested and tweaked
through use of a series of end-user focus groups.

Armed with the affirmation
of the focus groups, we proceeded with the development of the TrueNet Web site
(linked to KRONE), advertising, sales collateral, data sheets, a technical
service manual, system warranties, PowerPoint® sales presentations, distributor
programs, white papers, 3-dimensional direct mailers, key account sales
presentation materials, trade show graphics, application reports and a PR campaign consisting of a series
of press releases and trade publication articles.

The Results

Over the course of a year, KRONE greatly exceeded its sales projections and the
sales force reported that there was a “buzz” in the industry about
the TrueNet system. KRONE’s competitors were also on the defense.

Case studies come in all sizes and shapes—everything from a
video presentation, to a simple one page problem-solution document devoid of
any graphics, to a comprehensive report rich in detail with a...